Let "First Principles" Guide Your Strategy

First principles form a core set of working assumptions, hypotheses, and key beliefs about a single area of interest. In today's SearchDay, Marchex's Lead Search Architect Matthew Berk describes the approach that has helped him succeed: Let all dialogue, all thinking, and all subsequent labor derive from a set of first principles.

Some examples:

  • Lookup is easy to support; discovery is an order of magnitude more difficult – and valuable
  • To deliver value to advertisers, focus first on being relevant to the consumer
  • Relevance is a function of the strength of the result set, not the rank of specific results

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.